Unveiling JC Penney's Festive Marketing Approach

J.C. Penney Company unveiled its holiday marketing strategy on Wednesday (Oct. 25), offering a multitude of savings opportunities, giveaways, video ads, a social media challenge called "Penney Prepper," paid creator partnerships, and more. The company, known as JCPenney, shared their Q4 plan during a virtual briefing led by CEO Marc Rosen and Chief Merchandising Officer Michelle Wlazlo. The focus of the seasonal campaign is on value and is one of the initial marketing initiatives following the launch of a $1 billion turnaround plan in September. This plan includes repositioning the brand and a corresponding "Make It Count" ad campaign centered around accessibility, loyalty, and promoting positive change.

Rosen stated during the briefing that our mission is to make fashion accessible, provide a rewarding shopping experience, demonstrate authentic commitment to our communities, and prioritize the needs of others as we would for ourselves, particularly during the holiday season.

In line with our recent repositioning, we are emphasizing our dedication to working families and helping them stretch their dollars further. This is clearly conveyed in our new video ads titled "Make Your Holidays Count." Our 60-second advertisement highlights JCPenney's 120-plus years of experience as a retailer focused on families. Featuring a diverse cast, the commercial showcases our ability to make each gift special and ensure that every hard-earned dollar is valued. Additionally, we have created a 30-second spot, a 15-second Thanksgiving spot, and a 15-second Christmas spot.

The retailer's seasonal strategy for this year is guided by its first-ever "Make it Count" Holiday Report, a commissioned survey that examines the anticipated spending habits of U.S. consumers. The report reveals that although consumers plan to spend on items that evoke positive emotions, they also feel compelled to maximize the value of their money.

Promoting savings, the retailer will introduce the "Penney Prepper Challenge" in November, testing consumers' ability to host holiday guests for $300 or less. Consumers can vote for their favorite #PenneyPrepperChallenge displays on social media and use the hashtag for inspiration. Actress Tia Mowry, known for her festive at-home recipes, will share hosting tips and personal favorites from the challenge. This concept addresses consumers' reluctance to cut costs on entertaining despite rising expenses. According to the retailer's report, 52% of respondents plan to spend over $300 on holiday occasions in 2023. Alongside Mowry, a group of paid content creators will also support JCPenney's social media campaign.

Fostering an experience

J.C. Penney's holiday strategy includes various ways for consumers to save both online and in stores beyond the usual Black Friday shopping period. They will be hosting a Black Friday Early Access sale from Nov. 3-5. Additionally, J.C. Penney has reviewed their popular holiday items and plans to offer most of them at the same or even lower prices compared to last year. Some products will be priced at pre-inflation levels from 2019.

This budget-friendly shopping approach could be appealing to consumers who are seeking the best items and deals. According to a holiday report, over half (51%) of consumers are stressed about finding the right gift, while 55% prioritize practical gifts that can be frequently used. They also express a desire to receive similar gifts themselves.

"We are here to provide assistance to our customers, ensuring that they don't have to compromise on Black Friday level pricing while still being able to shop at their convenience or when they have funds available," stated Rosen.

On Black Friday, our stores will open at 5 a.m., offering a range of bonus savings and giveaways throughout the day. In addition to Black Friday promotions, we are also running various sales promotions. For our rewards members, exclusive perks will be available, such as an early preview of our complete Black Friday ad on November 1st, along with special offers like earning 25 bonus Rewards points by participating in our Holiday Gift Finder quiz. This initiative aims to enhance our department store chain's loyalty program, which is a key aspect of our turnaround plan.

J.C. Penney is implementing a new marketing approach to rejuvenate its business after facing challenging times. After filing for bankruptcy in 2020, the company was acquired by Simon Property Group and Brookfield Asset Management.

For Q4, J.C. Penney is simplifying the buying process in response to customer demand for a more transparent value exchange. Shoppers can anticipate an increased emphasis on clear positioning and pricing, both online and in-store. Moreover, the retailer is committed to enhancing the in-person shopping experience based on customer feedback.

"We have expanded our in-store options for larger gifts, creating more destinations for our customers to easily find everything they need in one place," Wlazlo explained.

The introduction of new offerings aims to inspire unique gift ideas for the holiday season. This includes recently launched items from our collaboration with Martha Stewart and the Mesa Mia collection by chef Jenny Martinez, according to Wlazlo. Additionally, customers can now find a wider range of fashionable apparel, including an expanded line-up of items from our collaboration with Jason Bolden. All of these options are designed to cater to the needs of working families, Wlazlo elaborated.

"What's truly significant, and believe me, I've examined numerous outfits, is that you can assemble some of them for less than $100," Wlazlo remarked. "Imagine the impact it has on our families. That's truly remarkable."